A "Closed Door Event" That Opened The Doors To A Sales Frenzy
With sales promotions being an everyday part of life, many
shoppers are starting to become desensitised to the value of
"sales". Here's a unique type of "sale" that not only
significantly increases your sales figures, it also enables you
to maximise repeat trade.
If you have stock to clear or are about to introduce a new
range, a "Customer-only Closed Door Event" delivers an
outstanding opportunity to cement your relationship with your
customers and bump up your sales figures in the process.
A few years ago I attended one such "Closed Door" event put on
by a swimwear retailer at Pacific Fair on the Gold Coast. The
free gift was a pair of bike shorts.
It was a Monday night so most shops were closed yet the shopping
centre was absolutely packed with people who were all there to
attend the "closed door sale". There were queues leading out
into the car park ... imagine that, people queuing up just to
get into the store. They weren't just taking their nibblies and
their free gift and leaving, they were buying up and buying up
big time. It was extraordinary.
Here's another example ...
One of our customers, a furniture importer was having a
clearance sale of a range of unusual pieces that didn't match
her usual collection, and instead of offering the furniture to
the public, she ran a closed door event where she sent out
invitations to 50 people. As a gift for attending, she gave
guests picture frames that she had picked up for a song. All up,
57 people visited and she sold the entire collection.
Here's a summary of how your "closed door event" can work ...
Build a mailing list of customers and when the timing is right,
send a beautifully printed invitation inviting them to a very
special "closed door event" where they'll be treated to nibblies
and champagne and see a preview of your exciting new range.
Run the event at night after hours and mention that only people
with an invitation will be granted entry.
Tell them that they're entitled to a FREE gift simply for coming
along. Also mention that they can bring one friend along. Make
sure you stipulate that customers must RSVP so that you can
reserve their bonus gift for them.
For effect, paste newspapers over your windows so passers by
can't see in. On the newspapers write the words "Closed Door
Event - admission by invitation only". This adds to the intrigue
and the prestige of the event.
The reason that this type of event works magically is very
simple.
First